What Drives People to Adopt Grocery Apps? The Moderating Role of Household Size

Abstract

With the advancement of information technology, varied important applications have eventually brought a change in the people’s lifestyle. Moreover, smartphones gave a new face with the emergence of mobile apps. Grocery apps are one of such applications that have created customized and finest shopping experiences for consumers today. The purpose of the paper is to highlight the underlying factors influencing a consumer’s behavioral intention (BI) to adopt and accept the technology (i.e., grocery apps). The unique constructs have been derived from potential models of technology acceptance. The paper investigated the effects and relationships of such factors in adoption of grocery apps and its actual usage. Thus, a general adoption model was evolved that provided a comprehensive understanding of the consumers’ intention to adopt the grocery apps and identify the level of its acceptance. Based on the insights from prior research, a new model has been developed. 440 respondents have provided their valuable responses. The research findings revealed that household size significantly moderates the relationship between BI and actual use (AU).